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August 20, 2019

HelloFresh adds Beyond Meat’s plant-based burgers to menu

HelloFresh, the meal-kit maker founded in Germany in 2011, is adding plant-based burgers to its menu in the US.

By Dean Best

HelloFresh, the meal-kit maker founded in Germany in 2011, is adding plant-based burgers from meat alternative firm Beyond Meat to its menu.

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The Beyond Burger, the debut product from US-based Beyond Meat, which saw a surge in investor demand for its inaugural public share offering in May, will be included in HelloFresh’s meal range in the US. The burgers will feature in the first recipe – Goudalicious Beyond Burgers paired with Potato Wedges and Creamy Mustard Aioli – during the week of 14 September.

In Canada, the Beyond Burger appeared on HelloFresh’s menu in July.

Marcel Comtois, the vice president of procurement for HelloFresh in the US, said in a statement: “We are always looking to expand our menu offerings and provide customers with exciting new recipe choices that appeal to a variety of palates and eating preferences. With the addition of the Beyond Burger to our menus, we’re excited to give our home cooks the opportunity to discover new ways of cooking delicious burgers using this innovative plant-based protein.” 

Beyond Meat’s plant-based burgers were reputed to be the world’s first but have since been followed by a host of other companies entering the space. The Beyond Burger is free of GMOs, gluten and soy, and contain 20 grams of plant proteins derived from peas, mung beans and brown rice.

Ethan Brown, Beyond Meat’s founder and CEO, added: “We’re very pleased to partner with HelloFresh to bring the Beyond Burger to more families across North America. We know that tasting is believing, and this partnership will enable more consumers to experience the meaty taste and juicy texture of the Beyond Burger while enjoying the added nutritional and environmental benefits of consuming plant-based protein.”

HelloFresh launched in the US in 2013.

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img

Innovation Update Q2 2022: Meat and Meat Alternatives

Meat alternatives continue to push boundaries, as companies explore 3D printed, plant-based, and precision fermentation-based alternatives. As a result, shoppers are more open to experimental formulations that introduce new flavors to meat products, blur traditional food categories, or swap in new ingredient types. It is vital for their development that retailers acknowledge this range of emerging trends during these increasingly uncertain times. Brands must continue to understand how consumer needs and desires change, and offer a range of products that reflect the world around them, therefore developing purchasing and consumption decisions. Exciting non-traditional formulations are hitting the market - following the trajectories and target audiences of these launches will help other brands find their niche. Consult our report on Meat and Meat Alternatives, from the collection of >17,000 reports on GlobalData Explorer, to:  
  • Understand the current market dynamics of the Meat and Meat Alternatives Sector
  • Assess strategies implemented by companies to better penetrate the market
  • Understand the key themes in the market that these companies and their respective products appear to be targeting
  • Marketing / Advertising strategies being used by these players for specific products
  • Other segment-specific analysis (packaging, design, flavors etc.)
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by GlobalData
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